Reebok has created a live interactive digital billboard with Pussycat Doll, Nicole Scherzinger, to launch its new ZigTech trainer in the UK.
Scherzinger interacted with the public via a live stream on Ocean’s full-motion digital billboard at Westfield London, in a PR stunt devised by M&C Saatchi Sport & Entertainment.
The star appeared in front of the Ocean screen for an open photocall before being taken to a private area where she modelled the ZigTech trainers and interacted with the public via two way cameras attached to the digital billboard.
The cameras enabled consumers to talk to Scherzinger through sophisticated production.
Reebok’s ZigTech, positioned as ‘energy drink for the feet’, feature ‘unique technology’ which claims to give the wearer increased energy, helping them to propel forward.
The concept behind the billboard is that billboards are customarily static, however Reebok ZigTech give this billboard energy to bring it to life.
Reebok hoped the event would initiate awareness and increase exposure for the new product in the run-up to Christmas at one of the most prestigious shopping sites in the UK.
This event aimed to demonstrate how digital out-of-home can be used to amplify a brand’s use of its celebrity ambassadors.
“There is no greater way to get consumers talking about a product than having them interact with the product and its endorser in real life,” said said Marketing Director, Ocean Outdoor, Richard Malton
“Digital screens now allow advertisers to communicate a much deeper message and can be used to really innovate, as a media first this is fantastic and just demonstrates just what can be done with DOOH.”
See the billboard in action by playing the video below.
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